Luxury brand marketing: Create a different experience

Liana Dinghile
Siegel + Gale

Classic luxury brands, from Rolex to Chanel, are embracing new platforms and developing creative solutions so their brand's history, values and aesthetic reach new consumers.

Captive audiences are now an enigma of a bygone era. One-way dialogue has been replaced by two-way conversation; the demand for creativity has risen exponentially for brands.

Societal changes of the past few years have altered the way all brands interact with consumers, but they've had a particularly pronounced effect on the luxury sector, with its characteristically high prices. Luxury brands are being forced to refocus their energy from short-term, reactive thinking and concentrate on long-term sustained growth strategies.